Evaluasi experience pada advergame teh pucuk harum melalui analisa efek attitude towards advergame pada purchase intention  = Evaluation of experience on teh pucuk harum advergame through analysis of attitudes toward advergame to the purchase intention

Raekal Amral Yuda Mulia D; M. Gunawan Alif, supervisor; Sofjan Assauri, examiner; Nurdin Sobari, examiner ([Publisher not identified] , 2014)

[ABSTRAK

Tesis ini menganalisis mengenai bagaimana experience pada Advergame Teh

Pucuk Harum dapat mempengaruhi Purchase Intention kepada produk teh pucuk

harum melalui hedonic affection toward advergame, utilitarian affection toward

advergame, attitudes toward brand, dan purchase intention pada target pasar teh

pucuk harum. Penelitian ini melihat hubungan antara advergame sebagai media

advertising yang memiliki banyak potensi di masa depan nanti kepada purchase

intention produk yang diiklankan melalui advergame. Model Penelitian ini

diadaptasi dari Penelitian Lai dan Huang (2011) yang melakukan penelitian terkait

pengaruh attitude toward advergaming terhadap purchase intention dengan juga

adaptasi dari Advertising effect dari Belch & Belch. Di mana didalam jurnal

tersebut itu menggunakan advergame dari brand fiktif berupa pulpen. Terdapat 5

hipotesis yang diuji. Berdasarkan 155 responden dengan populasi umur 17 sampai

30 tahun, peneliti menemukan hedonic affection toward advergame dan utilitarian

affection toward advergame memiliki pengaruh yang positif terhadap purchase

intention, sedangkan attitudes toward the brand tidak mempengaruhi purchase

intention. Hedonic affection toward advergame dan utilitarian affection toward

advergame memiliki pengaruh yang positif terhadap attitudes toward brand

ABSTRACT

This thesis studied about how the experience on Teh Pucuk Harum?s Advergame

can affect the Intention to Purchase the teh pucuk harum?s products through

affection toward advergame hedonic, utilitarian affection toward advergame,

attitudes toward the brand, and purchase intention to the teh pucuk harum?s target

market. This study looked at the relationship between advergame as an advertising

media that has a lot of potential in the future to purchase intention of products that

is advertised through the advergame. The research model was adapted from

research Lai and Huang (2011) who conduct research related to the influence of

attitude toward advergaming also purchase intention with the adaptation of

Advertising effect of Belch & Belch. Where in the journal of the advergame using

a fictitious brand on ballpoint. There are 5 hypotheses were tested. Based on 155

respondents to the population aged 17 to 30 years old, researchers found that the

affection toward hedonic and utilitarian advergame affection toward advergame has

a positive influence on purchase intention, while attitudes toward the brand does

not affect the purchase intention. Hedonic and utilitarian affection toward

advergame affection toward advergame has a positive influence on attitudes toward

the brand., This thesis studied about how the experience on Teh Pucuk Harum?s Advergame